What does it take to write an ad, headline, or subject line thatās impossible to ignore?
Come along with me as I take you through one of my favorite copywriting exercises everā¦
Iām about to let you look over my shoulder as I critique 6 Ads on the fly ā what made them great, what left me wanting more and what would make them even more powerful?
Hey, Posse! Whatās up? Itās Alex.Ā
If youāre following me on Instagram, @copyposse, then youāve probably seen my regular āMake It Hotterā postsā¦
Where I find an ad, headline, or subject line ā and put it out to the community to, you guessed it,Ā āMake It Hotterā!
Not only is this one of my FAVORITE ways to practice, but itās also a great way to see how other copywriters think.Ā Which ultimately helps you better understand WHY certain things work and WHY certain things donāt…Ā
And, the BEST part of this exercise for me is when I get to put on my Posse Prof spectacles and critique the top-voted submissions.
So in todayās blog, Iām going to take you through one of my latest editions of āMake It Hotterā and break down my critiques of each Adāpoint by point.Ā
So letās get started.
First, let’s take a look at this post ā where I asked the Posse community to make this ad even hotter.
This was an ad for the Disney+ App.Ā
Disney+ is home to must-see acclaimed films. The French Dispatch, The Kingās Man and The Last Duel are now streaming.ā ā Sign up. ā
Not badā¦
But I gotta admit I liked these Posse-fied versions WAY better.Ā
But before I get to my critique of the submissions, first letās critique Disney+ās original copy⦠What worked? What was lacking? And what could be better?
Now the first thing I notice is that theyāre utilizing a FOMO hook really well hereāthey say āDisney+ is home to must-see acclaimed filmsā. So, if youāre a movie buff, then thatās definitely going to get your attention because you want to make sure youāre not missing out on anything good.Ā
And they also dropped a few movie titles that were recently released during the time this Ad was being runā¦Ā which is a smart way to use relevancy, and again ā FOMO.Ā
But I gotta say that Iām a little disappointed that they donāt call out a specific audience. Even the movies they name dropped are different genres, so there really is no specificity here.Ā
Theyāre trying to appeal to a general, or broad audience.Ā
And everyone knows that if you try selling to everyone, you end up selling to no one. So I would love to see our Posse get a bit more specific in their rewrites.Ā
Disney+ās CTA is āSIGN UPā. Itās nice and simple, which is what you want your CTAs to be, but I do think they could have found a better way to use a simple CTA thatās a little more enticing.
Overall, this is an Ad that I would say is just “ok.”
Now letās see what the Posse thinksā¦
But first, hereās a quick recap of my 3-step formula for writing a H.O.T. Headline. A hot headline shouldā¦
- Hook Attention – start with a concept or idea that grabs the readerās attention by either provoking an emotion (fear, joy, controversy, FOMO, nostalgia, etc.) OR promising a desired result or clear USP (unique selling proposition).Ā
- Open A Loop – pique curiosity & incentivize your audience to read further.
- Target Your Audience – making it crystal clear exactly who you are speaking.
Alright, so now let’s take a look at the Posseās submissions ā along with my critiques.
These 6 ads were selected for critique because they received the most amount of ālikesā or āvotesā from the community.
Letās take a lookā¦.
#1 ā The same magic you’ve always cherished with new must-see films released weekly. Sign Up Now for Disney+ to stream The French Dispatch, The King’s Man, and The Last Duel.āBobby
#2 ā Dreams really do come true when you’re watching Disney+. Enjoy your favourite films and share magical moments with your friends and loved ones. Unlock the Magic Today!āKim
#3 ā Is this popcorn I’m smelling? It better be because these new films just popped at Disney+. Start your free trial today!āCarol
#4 ā We don’t *just* talk about Bruno here. Watch the French Dispatch, The King’s Man, and The Last Duel today in any device using our app. Sign up.āIsrael
#5 ā With Disney+, witness stories that journey around the world and into imagination. Your classic favorites can now become your child’s new favoritesāJose
#6 ā Make dreams come true in your very own living room. All your favourites streaming now on Disney+. Subscribe today. āKarilynn
Everyone did such a great job on this exercise.
Now, if you want to play along in the next edition of āMake It Hotterā – be sure to follow me on Instagram at @CopyPosse.
If you liked this blog and want to see more in-depth critiques like this in the future – make sure to subscribe to my newsletter!Ā
And donāt forget to grab a copy of my FREE H.O.T. Headline Guide – so you can learn exactly how to write headlines that grab attention and stop scrollers in their tracks – you can grab that in just a few seconds at the end of this video.
Thanks for watching.
Until next time, Iām Alexāciao for now!